In What We Think About When We Try Not to Think About Global Warming, Per Espen Stoknes says, "We must bring climate change closer to people's lives, making it feel relevant now and something that impacts them personally." This idea inspired the creation of It Is Now, a generative typeface that vividly illustrates dying grass to represent the impact of heatwaves on football pitches. It Is Now aims to localise climate change by demonstrating how rising temperatures damage football pitches, resulting in the cancellation and disruption of the grassroots sports people love. By connecting climate change to football, the goal is simple: make fans feel it, care about it, and take it seriously, because it's already here.